Brand architecture

Our master brand is "Wilhelmsen". Focusing on the core of our brand strengthens our position as a global leading player within the maritime industry and to prove our purpose of enabling sustainable global trade whilst shaping the maritime industry.

This section focuses on the hierarchy of the brand elements, i.e. the relationship between the master brand and the subsidiary descriptors, as well as the concept of our product brand endorsement. Further it explains the basics behind the Trademark policy (under construction), and also provides guidelines for maximising brand equity during mergers and acquisitions.

Brand hierarchy

To serve the master brand strategy, Wilhelmsen’s brand architecture is based on a combinative branding strategy to relieve the brand of complexity and to ensure a clearer Wilhelmsen offering.

Mergers and acquisitions

This playbook intends to regulate our growing efforts through maximising the brand equity of Wilhelmsen in all scenarios, opting for simplicity wherever possible.